2012 SIA Snow Sports Fact Sheet
Following is the 2012 SIA Snow Sports Fact Sheet. These are statistics from SnowSports Industries America (SIA) and other sources.
If you need more information than is provided in this basic version, the SIA Snow Sports Market Intelligence Report is the source. The Snow Sports Market Intelligence Report is a more detailed report that paints a great overall picture of the snow sports industry with facts on participation, retail sales and resorts. If you are looking for more information, please contact Emily O'Hara at EOhara@snowsports.org.
Total Number of Snow Sports Participants
| Season |
Alpine |
Snowboarding |
Cross Country |
| 2011/2012 |
10,201,000 |
7,579,000 |
4,318,000 |
| 2010/2011 |
11,504,000 |
8,196,000 |
4,530,000 |
| 2009/2010 |
10,919,000 |
7,421,000 |
4,157,000 |
|
Source: Physical Activity Council – 2012 SIA SnowSports Participation Report. These figures represent participants who are 6+ years old and participated in a sport at least once during the 2011/12 season.
Gender of Skiers and Snowboarders – 2011/12 Season
| Gender |
Alpine |
Snowboard |
Cross Country |
| Male |
61% |
65% |
59% |
| Female |
39% |
35% |
41% |
|
Source: Physical Activity Council – 2011/12 SIA SnowSports Participation Report.
Age of Skiers and Snowboarders – 2011/12 Season
| Age |
Alpine |
Snowboard |
Cross Country |
| 6-12 |
11% |
10% |
5% |
| 13-17 |
12% |
17% |
10% |
| 18-24 |
15% |
25% |
14% |
| 25-34 |
21% |
30% |
22% |
| 35-44 |
16% |
12% |
14% |
| 45-54 |
17% |
6% |
19% |
| 55-64 |
5% |
1% |
11% |
| 65+ |
2% |
0% |
5% |
|
Source: Physical Activity Council – 2011/12 SIA SnowSports Participation Report
Total Number of U.S. Skier-Visits (In Millions)
| Season |
Northeast |
Southeast |
Midwest |
Rockies |
Pacific |
Total |
| 2011/12 |
tba |
tba |
tba |
tba |
tba |
50.8 |
| 2010/11 |
13.9 |
5.8 |
7.8 |
20.9 |
12.2 |
60.5 |
| 2009/10 |
13.4 |
6.0 |
7.7 |
20.4 |
12.3 |
59.8 |
| 2008/09 |
13.7 |
5.7 |
7.2 |
20.0 |
10.7 |
57.4 |
| 2007/08 |
14.3 |
5.2 |
8.1 |
21.3 |
11.6 |
60.5 |
| 2006/07 |
11.8 |
4.9 |
7.2 |
20.8 |
10.3 |
55.1 |
| 2005/06 |
12.5 |
5.8 |
7.8 |
20.7 |
12.0 |
58.9 |
| 2004/05 |
13.7 |
5.5 |
7.5 |
19.6 |
10.6 |
56.9 |
| 2003/04 |
12.9 |
5.6 |
7.8 |
18.9 |
11.0 |
57.6 |
| 2002/03 |
14.0 |
5.8 |
8.1 |
18.7 |
11.0 |
57.6 |
| 2001/02 |
12.2 |
5.0 |
7.0 |
18.1 |
12.1 |
54.4 |
|
Source: Michael Barry, NSAA President’s 5/6/2011 Press Release on National Ski Areas Association (NSAA) Kottke National End of Season Survey. The NSAA defines a skier/snowboarder visit as one person visiting a ski area for all or any part of a day or night one time. This includes full-day, half-day, night, complimentary, adult, child, season and any other ticket type that gives one the use of an area’s facility. Kottke numbers will be available from NSAA in late August 2012 for the 2011/12 season.
Products Purchased at Snow Sports Specialty Stores
| Season |
Apparel |
Equipment |
Accessories |
Total |
| 2011/12 |
$619,674,283 |
$608,374,511 |
$594,944,715 |
$1,822,993,508 |
| |
34% |
33% |
33% |
100% |
| 2010/11 |
$631,484,569 |
$652,994,205 |
$733,501,741 |
$2,017,980,515 |
| |
31.3% |
32.4% |
36.3% |
100% |
| 2009/10 |
$582,547,354 |
$561,816,248 |
$632,370,255 |
$1,776,733,856 |
| |
32.8% |
31.6% |
35.6% |
100% |
| 2008/09 |
$598,726,870 |
$523,832,218 |
$585,355,794 |
$1,707,914,882 |
| |
35.1% |
30.7% |
34.2% |
100% |
| 2007/08 |
$664,251,136 |
$563,733,716 |
$624,826,402 |
$1,852,811,254 |
| |
35.8% |
30.4% |
33.7% |
100% |
| 2006/07 |
$622,598,729 |
$563,622,139 |
$586,422,337 |
$1,772,643,206 |
| |
35.1% |
31.8% |
33% |
100% |
| 2005/06 |
$579,172,886 |
$617,690,007 |
$599,325,160 |
$1,796,188,053 |
| |
32% |
36% |
32% |
100% |
| 2004/05 |
$546,487,808 |
$622,995,217 |
$562,564,919 |
$1,732,047,944 |
| |
32% |
36% |
32% |
100% |
|
Source: SIA SnowSports RetailTRAK - August 1 to March 31 – 2004-05 to 2011-12
Products Purchased Online
| Season |
Apparel |
Equipment |
Accessories |
Total |
| 2011/12 |
$354,966,112 |
$152,428,225 |
$187,575,527 |
$694,969,864 |
| % of online market |
51% |
22% |
27% |
100% |
| 2010/11 |
$325,164,341 |
$140,526,198 |
$186,524,403 |
$652,214,942 |
| % of online market |
49.8% |
21.5% |
28.6% |
100% |
| 2009/10 |
$298,729,338 |
$132,439,566 |
$166,220,158 |
$597,389,063 |
| % of online market |
50% |
22.2% |
27.8% |
100% |
| 2008/09 |
$278,791,332, |
$115,219,427 |
$152,503,267 |
$546,514,025 |
| % of online market |
51% |
21% |
28% |
100% |
| 2007/08 |
$258,847,926 |
$113,166,387 |
$119,732,372 |
$491,746,685 |
| % of online market |
53% |
23% |
24% |
100% |
Source: SIA SnowSports RetailTRAK - August 1, 2011 to March 31, 2012
Selected Product Sales Trends at All Snow Sports Retail Shops
- The 2011/2012 snow sport season ended with $3.4B in retail sales across all three channels of distribution, down just 4% and still the second largest season on record. The remarkably small decline, in one of the warmest winters ever on record, masks the fact that actual unit sales fell a much heavier 12%.
- After a stagnant December, Internet retailers immediately lowered prices in January. Dropping the average retail-selling price for all alpine equipment, they managed to sell 50% more alpine skis and systems that month. All alpine apparel, down 7% in retail-selling price surged 27% in units and 18% in dollars. Apparel accessory units shot up 24% after a 16% drop in retail prices.
- This season, 80,000 adult reverse/mix camber flat skis sold-through specialty retail for $40M in sales. Increasing 46% in units and 37% dollars, they moved from 39% to 46% of all adult, non-carryover flat ski units sold.
- Reverse/mix camber snowboards, with 190,000 units sold for $63M at retail this season, increased 8% in both units and dollars, moving from 75% to 80% of all adult non-carryover boards sold.
- Despite the warm weather, adult insulated tops, with $190M in retail sales, increased 3% in units and 5% in dollars this season. Unfortunately, at the end of March, retailers still had 290,000 tops still sitting in inventory, an open-to-buy crushing 31% increase over last year at this time.
- Warm weather crushed significantly impacted accessories sales; all accessory sales totaled $614M this season, a 13% decline (-$90M) from last year. Units fell 18% and retail-selling prices increased 7%.
Source: SIA SnowSports RetailTRAK - August 1, 2011 to March 31, 2012
- SIA -
For additional product examples, snow sport stats or company contacts, please contact Emily O'Hara of SIA at 703-506-4218, email: EOhara@snowsports.org or Lori Crabtree at 307-690-6427, email: LCrabtree@snowsports.org. SnowSports Industries America (SIA) is a not-for-profit trade association whereby competing on-snow product suppliers magnify their power, by working together, for the development of the on-snow sports industry. For more information, check out snowsports.org. For more information on our trade show, the SIA Snow Show, visit siasnowshow.com.